Brand Standards for Prosperity Village
Last modified on 11 /15/1 8
Table of Contents
Mission Statement & Values of Prosperity Village
4
Colors & Patterns Breakdowns
6
Logos Variations
8
Logos Usage: Do’s
10
Logos Usage: Don’ts
12
Typefaces Variations & Usage
14
Photography Styling
16
Signage Mockup Examples
18
Mission Statement & Values of Prosperity Village
Our mission is to make our family-friendly community safe and inclusive for all people.
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Prosperity Village is... Traditional Family-friendly Community-minded
Prosperity Village has... Opportunity to grow as a neighborhood Great diversity in its people Lots of long-time residents
PROSPERITY VILLAGE | CHARLOTTE, NC | PAGE 5
Colors & Patterns Breakdowns
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Black RGB: 0 0 0 HEX: # 000000 CMYK: 0 0 0 100
Silver RGB: 208 207 205 HEX: # D0CFCD
Pantone Cool Gray 2 C
CMYK: 18 14 15 0
Meadow Green RGB: 148 147 54 HEX: # 949336
Pantone 384 C
CMYK: 45 31 100 6
Gold RGB: 204 160 84 HEX: # CCA054
Pantone 7407 C
CMYK: 20 36 78 1
Royal Blue RGB: 42 81 163 HEX: # 2A51A3
Pantone 2728 C
CMYK: 93 78 0 0
Pattern
PROSPERITY VILLAGE | CHARLOTTE, NC | PAGE 7
Logos Variations
PAGE 8
MAIN LOGO SECONDARY LOGO MONOGRAM / STAMP
PROSPERITY VILLAGE | CHARLOTTE, NC | PAGE 9
Logos Usage: Do’s
Use half the width of the floral mark in the main logo as a starting guideline for how much space needs to be left around the logo for all uses. Uses include but are not limited to signage, stationery, print materials, social media images, etc.
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Use the colored logo versions on all white and off-white backgrounds, as shown below.
Use the all white logo versions on the other brand color backgrounds (meadow green, royal blue, black, gray), as shown below.
Another option for black backgrounds is to use a combination of the colored florals with white stems and text, as shown below.
PROSPERITY VILLAGE | CHARLOTTE, NC | PAGE 11
Logos Usage: Don’ts
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Don’t use the colored logo versions on the other brand color backgrounds. Don’t change the leaf / stem colors in order to “make it work” on the other brand color backgrounds.
Don’t use any other single-color logo versions. Only black and white are acceptable for special uses like one-color or grayscale printing.
Don’t distort the logo.
Don’t outline the logo.
Don’t use gradients.
Don’t use drop shadows.
PROSPERITY VILLAGE | CHARLOTTE, NC | PAGE 13
Typefaces Variations & Usage
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Aa
Aa Aa
Raleway Bold
This Is A Headline Example Crimson Text Italic
This Is A Subtitle Example Crimson Text Regular
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Kerning, leading, and tracking play a crucial role in achieving the brand’s timeless (with a touch of modern) look. As a general rule, headlines should be the most prominent thing you see. All headlines should have tracking set at 20 or more, but should not exceed 60. Raleway Bold is the main typeface used, but other weights of Raleway can also be used, as long as it is the largest feature compared to subtitles and body copy. Subtitles or subheadings should be set in Crimson Text Italic or Crimson Semibold Italic with tracking set to 0. Subtitles should be slightly smaller than the headline by at least 2 points. In a standard letter-sized publication, body copy should be no smaller than 8 points, but no larger than 12 points. The point size can be increased on posters and large-format publications. Tracking should be set to 0 and leading should always be at least 2 points more than the font size. Photo captions should either use Raleway Medium or Crimson Text Italic, with the font size being no smaller than 6 points, but no larger than 10 points.
PROSPERITY VILLAGE | CHARLOTTE, NC | PAGE 15
Photography Styling
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Photography used in publications or on social media should represent a community of diverse people, ranging in all ages. The imagery should be as authentic as possible, therefore, people should not look directly at the camera in any photo. The imagery should show domestic and community activities, and must always feel genuine and candid. Show people in different local businesses, attending events, volunteering, etc.
Signage Mockup Examples
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Prosperity Village CHARLOTTE, NC www.prosperityvillagenc.org prosperityvillagenc@gmail.com